OUR TAKE ON THIS DATA
Regardless on the conclussions you might draw from this data, what is important is that this data exists. And that it’s publicly available. For the first time ever, we now have data to understand what we all *really wear*, as opposed to what we all just *buy*.

SOME CONCLUSIONS
• Strong ecommerce plays fuel growth: The brands with the highest ranking increases in 2012 over 2011 are the brands considered to have the strongest ecommerce platforms, including Zara, Asos and Mango.
• Zara’s going global: Spanish clothing and accessories retailer Zara doubled its penetration in the U.S. market. Zara also became the top brand in the UK, France and Italy in 2012, taking over from H&M in 2011. Zara continued its leadership in Brazil, Mexico, Spain and Portugal.
• Fashionistas love smaller brands in some markets: Italian (80%) and American (78%) women were the most likely to post photos of clothes not ranked in the top 20. In contrast, women in Mexico (68%), Germany (58%) and Poland (45%) were more likely to post photos wearing clothes ranked in the top 20.
• Top brands dominate in some markets: The stronger the #1 brand is in a certain market, the weaker the penetration of smaller brands in that same market. For example, when 49% of Spanish fashionastas get dressed, they wear clothes from Zara. This means that smaller brands have a harder time. In Spain, only 61% of fashionistas wore brands not ranked in the top 20.
• What else? Do you see any other interesting data here? We’d love to hear about it!

TECHNICAL DATA
*Origin of the data: The data has been gathered analyzing more than 200 000 looks shared on Chicisimo.

*Methodology – How did we calculate the results? We’ve counted the number of looks tagged with a brand in each country, and we’ve divided that number by the total number of looks you’ve shared in that country. Our Scientific Team supervises the process, and makes sure the data behind these numbers is structured correctly.

*What is the meaning of “# of times fashionistas wear a brand”? It tells you how often people wear are brand. For example, in the USA, Forever21 “26/100” means that 26% of the time US fashionistas get dressed, they wear something from Forever21. A red or green number indicates whether the brand is more, or less, dressed than the previous year.

*(Forever21 26% does not mean that there is an increase or decrease of 26% with respect to last year). (Also, the percentages do not add a 100% because the same day you can wear more than one brand).